Real-time marketing is a spontaneous and intelligent response to current events or phenomena, but also the creation of coherent and dynamic content. This helps to maintain good communication with the audience, which interacts with the brand by commenting on and sharing its posts, thereby increasing their reach.
In the age of the Internet, and social media in particular, those companies that show vigilance and reflexivity are of greatest interest, as it is their actions that remain in the minds of consumers. To better understand how this mechanism works, it is useful to support the above theory with concrete examples. Oreo and Samsung, among others, are currently recognised as masters of Real Time Marketing. Equally popular are the actions organised by the LG and Martini brands.
Oreo
The Super Bowl, the final championship game of the American football league, is treated by Americans as an informal national holiday. Almost everyone follows the sporting events on that day. In 2013, some 108 million people watched it in front of their television screens. Many of them commented on the game on social media, mainly on Twitter (more than 24 million tweets were recorded).
When the electricity failed unexpectedly and the stadium went dark, Oreo reacted immediately. Within minutes, the brand produced a tweet accompanied by a graphic with the slogan: "You can still dunk in the dark", meaning: "You can still eat Oreo biscuits in the dark". This post was retweeted several thousand times and made the brand extremely famous.
Samsung
In 2014, the Academy Awards gala took place, as it does every year. One of its sponsors was Samsung and the host was American screenwriter, actress and host of the popular US show, Ellen DeGeneres. During the course of the evening, she initiated a selfie featuring some of Hollywood's biggest stars - Bradley Cooper, Meryl Steep, Julia Roberts, Angelina Jolie, Brad Pitt, Kevin Spacey, Jennifer Lawrence, Channing Tatum and Lupita Nyong.
For Samsung, this photo was a marketing shot in the arm. It quickly gained popularity on Twitter, with users of the portal sharing it more than 3 million times.
Martini
A very interesting Real Time Marketing action was carried out by Martini in Belgium. A few days before Christmas, the producer created a page Will the king say 'party'? - The task of the internet users was to guess at which moment (minute, second, millisecond) the king would say the word 'party'. The prize for indicating the most accurate time, was a year's supply of martinis.
There was a fear that the action would fail, as the King was not involved in the event. However, it worked - at exactly 8 minutes 19 seconds and 44 milliseconds he said the words: "...and these Christmas and New Year Parties". The event was very popular and over 22,000 people were involved.
LG
In Poland, there are also dynamic and interesting reactions to events. An example of this is the action organised by LG, which turned out to be an image success for the brand. When 10-year-old Emilka from Poznań lost her LG-branded phone, several hundred people got involved in the search for it, until information about the incident reached the manufacturer. He sent the girl a new model of the phone and, at little cost, improved the brand's image among Polish consumers.
The right response from companies, can make them very popular and also help them stand out from the competition. According to research compiled by the Direct Marketing Association, more than ¾ of marketers believe that real-time marketing has a very strong impact on a company's overall promotion. Intelligent and contextually relevant online campaigns can do a lot of good, and a brand has the chance to become permanently established in the consumer's mind.
Text author: Ola
Photo source: Oreo
